Beruflich Dokumente
Kultur Dokumente
2
(df) Small 20.034 (6) 7.516 (5)
p value Large 0.003 0.185
CFI >0.90 0.947 0.993
RMSEA -0.08 0.126 0.058
NFI >0.90 0.929 0.979
GFI >0.90 0.954 0.984
AGFI >0.80 0.840 0.932
were acceptable. However, a review of the models
residuals revealed that one of the standardized resid-
uals was relatively large (in excess of 2.0). These
results showed that the initial theoretical model was
problematic.
However, the model modication indices produced
by Amos indicated that additional relationships may
exist, namely, that service value and perceived control
might both be inuenced by perceived ease of use.
Furthermore, interactivity, instead of being a moderat-
ing variable, might have a direct impact on customer
satisfaction. Adding a path from perceived ease of
use to service value seems consistent with the def-
inition of service value in terms of the give-versus-
receive trade-offwhen a website is difcult to use,
customers might have to give more effort, decreas-
ing the perceived value the customer receives. In addi-
tion, when a customer thinks a website is easy to
use, conceptually, it makes sense that the customer
might also think he has more control. Interactivity,
on the other hand, according to a recent study by Lii
et al. (2004), is a direct driver of repeat visits. Because
the addition of these suggested relationships could be
justied on theoretical grounds, corresponding paths
were added to the theoretical model A
|
. The resulting
model, revised model A
r
, was then estimated.
Fit indices for the revised model are presented in
Table 4. It can be seen that the t indices (i.e., CFI,
NFI, GFI, and AGFI) were not only above 0.9 but also
higher than those displayed by the initial theoreti-
cal model. In addition, the revised model produced
a nonsignicant p value, thus justifying the addition
of the new paths. The
2
value showed that 80.2% of
the variance in customer satisfaction was accounted
for by the relationships in the model.
The revised model is presented in Figure 2 along
with the path coefcients.
4.4. Discussion
The revised model is the best model that ts the
data collected with the survey instrument. This new
model suggests that interactivity, instead of being
a moderator, actually acts as a mediator between
the eSDS process and customer satisfaction. How-
ever, there is an unusual element in this relationship.
Ba and Johansson: An Exploratory Study of the Impact of e-Service Process
116 Production and Operations Management 17(1), pp. 107119, 2008 Production and Operations Management Society
Figure 2 Revised Model
0.473
0.300
**
Perceived
control
Interactivity
Perceived
ease of use
Service
value
Perceived eSDS
process
Customer
satisfaction
H
1
B
(
+
)
:
0
.
3
9
4
H
1
A
(
+
)
:
0
.
4
3
7
H
4
A
(
+
)
: 0
.5
8
7
H2(+): 0.490
H
3
B
(
+
)
:
0
.2
1
5
*
* H
3
A
(
+
)
: 0
.4
3
8
0
.
1
5
1
*
0
.
5
5
3
p -0.1.
p -0.05. All other path coefcients are signicant at p -0.001.
Specically, as the eSDS process improves, allowing
the customer to make more decisions and choices in
the service process, the interactivity allowed by the
website increases. Interactivity, surprisingly, does not
necessarily lead to higher customer satisfaction. On
the contrary, if a customer feels an increasing need
to interact with the service provider, his or her sat-
isfaction with the website decreases. This nding is
consistent with that by Zeithaml et al. (2002) in their
focus group discussions regarding important service
requirements in the e-commerce context. Only when
customers need special assistance, e.g., there is a pro-
cess error, do they feel the need to initiate an inter-
action with a customer service representative. Many
focus group participants were otherwise only inter-
ested in having efcient transactions.
The data also reveal that perceived ease of use has
a mediated impact, rather than a direct impact, on
customer satisfaction through both service value and
perceived control. That is, as the users perception of a
websites ease of use decreases, the service value they
feel they receive from using the website decreases and
the users perception of his ability to control the pro-
cess decreases. But perceived ease of use has no direct
impact on customer satisfaction. We think the proba-
ble reason for this is related to the demographics of
our study sample. The sample population reported
homogenous and high values for their self-assessment
of their technical competence.
It is worth noting that our result does not necessar-
ily contradict the TAM model, which theorizes that
perceived ease of use directly inuences a users atti-
tude toward a technology, which would be customer
satisfaction in this study. The TAM model suggests
that perceived ease of use inuences perceived useful-
ness because, other things being equal, the easier the
technology is to use, the more useful it can be. Per-
ceived usefulness is conceptually closely related to the
service value construct in our model. Our result that
perceived ease of use inuences customer satisfaction
through service value is in fact consistent with TAM.
Perceived ease of use is a construct related to
customer-specic characteristics. For example, when
a customer is technologically sophisticated and has
extensive experience shopping online, she may feel
that she has a great degree of control over how she
conducts the transaction. On the other hand, if a cus-
tomer is not experienced, she may feel at a loss and
not able to engage in the process. Intuitively, this
makes sense. The question that must be answered is:
How sound is the theoretical basis of the relation-
ship? Information systems literature has examined the
relationship between computer users self-efcacy
the judgment of ones ability to perform a specic
task using a computerand their perceived ease of
use of computer systems, and found signicant corre-
lations (e.g., Hong et al. 2002). Computer self-efcacy,
on the other hand, is considered the conceptualization
of perceived control (Venkatesh 2000). The question
of whether there is a causal relationship between per-
ceived control and ease of use, and if so, in which
direction, remains unanswered. Further research is
certainly needed to examine the precise relationship
between the two constructs.
Because the six websites we used belonged to three
types of service processes with regard to their cor-
responding technological capabilities, namely service
mart, mass service customization, and joint alliance
service customization, a post hoc analysis was done
to determine whether there were any differences in
customer satisfaction by type of website. Our analysis
did not yield any signicant result. Given our nding
that the eSDS process has a positive inuence on cus-
tomer satisfaction, conceptually, one could speculate
that the more comprehensive technological capabili-
ties embedded in a mass service customization site
might lead to happier customers than the basic web-
site capabilities from a service mart. Although this
conjecture is not supported by our data, we believe
this issue is an interesting one and should be explored
in future research.
5. Implications and Conclusion
In this paper we have argued that service is critical
to the success of electronic commerce. Building on
theories from service management, we have exam-
ined what e-service technological capabilities should
be embedded in a rms website and what technol-
ogy features should take priority. We contribute to
the management of technology domain by propos-
ing a theoretical model that helps rms understand
the impact of e-service technological capabilities on
online customer satisfaction. In addition, our model
also helps rms to justify their investment in e-service
technology.
Ba and Johansson: An Exploratory Study of the Impact of e-Service Process
Production and Operations Management 17(1), pp. 107119, 2008 Production and Operations Management Society 117
5.1. Research Implications
It is important to note that online customer satis-
faction has been evaluated along other dimensions.
For example, SERVQUAL is often referred to as
an important factor leading to customer satisfaction
(Devaraj et al. 2002). Information quality and avail-
ability is another factor examined by the literature
(e.g., McKinney et al. 2002). A key contribution of
our research is that we demonstrate that the techno-
logical capabilities embedded in the e-service process
through which services are delivered and information
is presented to the customer are critical to customer
satisfaction. For example, does the website have the
technological capability that allows the customer the
exibility of customizing the information content? If
a website offers an abundant amount of information
but does not allow much user freedom in terms of
choosing where to go at the website and what infor-
mation to see, the customer is unlikely to be satised.
The technological capabilities of the eSDS processes,
therefore, really are the foundation of other service
measurement parameters.
Although the service management literature has
established that the SDS has a direct impact on service
value, traditional service delivery systems are made
of very different components from an electronic SDS.
Traditionally, it is the service employees that deter-
mine the service value the customers perceive they
receive. By examining the linkage between the elec-
tronic SDS and service value, we demonstrate that
even without face-to-face interactions with service
employees, the eSDS plays a vital role in customer sat-
isfaction. Furthermore, we extended the current litera-
ture that looks at online customer satisfactionextant
research mainly focuses on the relationship between
service quality and customer satisfaction or system
quality and customer satisfaction. We have demon-
strated that the technological capabilities embedded
in e-service processes are really the key factor deter-
mining service quality and, ultimately, online cus-
tomer satisfaction.
The capabilities embedded in an e-service technol-
ogy have different dimensions. For example, Levitt
(1976) draws upon manufacturing sources in using
the words standardized and customized to dene
the poles of a service process continuum, whereas
Shostack (1987) uses complexity and divergence.
In this research, we did not drill down inside the eSDS
to these different capability dimensions to analyze
which ones are the most important in determining
online customer satisfaction. However, conceptually it
is possible that some dimensions play a more signi-
cant role than others. Indeed, customization has been
identied as an important e-service technology fea-
ture preferred by many online customers (Nunes and
Kambil 2001). Therefore, future theoretical investiga-
tions are warranted to understand what dimensions
of service processes are important in delivering qual-
ity online services.
From a practical point of view, our research pro-
vides investment guidance to rms in their cre-
ation of and upgrades for e-service technologies.
An e-service website can offer different techno-
logical capabilities. Many companies, however, are
nancially constrained in practice in terms of what
e-service technology features to focus on. It is there-
fore important to identify those features that are
critical to customer satisfaction. In addition to inter-
face design factors identied by prior research, such
as site aesthetics, graphics presentation, and visual
effects, our research results bring to the foreground
the importance of procedural and process design
capabilities embedded into an e-service technology
site. Companies deploying e-service really need to
understand that their website is not only an interface
with their customers, but also an information system
that embeds their business processes. Having smooth
and exible website processes means seamless system
integration. For example, the website needs to be inte-
grated with the companys inventory system so cus-
tomers can check the availability of products, with the
order tracking system so customers can check their
order status, etc. Therefore, presenting a pretty face
is only a small part of the whole website design effort.
How the whole system is designed, what technolog-
ical capabilities to offer, and what service processes
are enabled ultimately determine what service value
a company delivers to its customers and how satised
the customers are.
Although previous research has argued that web-
site interactivity is an important technology feature
for customer satisfaction, our research only provides
limited support for this argument. Offering real-time
interactivity between the service provider and the
customer can be expensive, as it involves more human
intervention. Based on our results, we believe that at
this point there is not enough justication for com-
panies to spend a signicant amount of money on
this aspect of e-service. More research on the role of
interactivity in e-service delivery and how interactiv-
ity affects customer satisfaction is clearly needed.
5.2. Limitations and Suggestions for
Future Research
There are several ways in which future research could
strengthen the results of this study. First, our survey
did not require the subjects to actually carry out
the purchase. Therefore the technology-based service
capabilities we examined in this paper do not cover
any post-purchase services such as fulllment and
returns. However, practitioners as well as researchers
Ba and Johansson: An Exploratory Study of the Impact of e-Service Process
118 Production and Operations Management 17(1), pp. 107119, 2008 Production and Operations Management Society
(e.g., Zeithaml et al. 2002) have voiced that post-
purchase service is also critical to customer satisfac-
tion and may explain why some customers never
come back to a certain website. This aspect of e-ser-
vice capabilities needs to be captured as well to eval-
uate the overall service value an eSDS can deliver.
Although prior research indicates that the users
perception of a systems ease of use is a signi-
cant direct driver of satisfaction, our empirical test-
ing failed to conrm this hypothesis. As pointed
out by Zeithaml et al. (2002), customer-specic char-
acteristics such as demographics and psychograph-
ics could have a strong impact on perceived service
value. Perceived ease of use is directly inuenced by
the customers technology prociency. The inability
to demonstrate the signicance of this construct, we
believe, may be an artifact of the sample population.
Therefore, further research is warranted: The size and
heterogeneity of the sample should be increased by
the inclusion of individuals outside of the setting of a
higher education institution.
The research design of this study has several limita-
tions. First, the measurement instrument needs to be
ne-tuned. As discussed in 4, quite a few items had
high cross-loadings in the exploratory factor analysis.
Although the constructs, e.g., service value, perceived
ease of use, and perceived control, are theoretically
different, they are also correlated. Developing scale
items that clearly distinguish these constructs from
one another is an important task for future research.
As mentioned in 4, common method variance can
be a potential problem for survey research. Given
that our constructs were all measured by the same
method from the same subjects, this study poten-
tially faces the same bias, although various procedu-
ral remedies were employed to reduce the bias. One
way of addressing this problem in future studies is
to use an objective measure of the technological capa-
bilities of an e-service website, instead of examining
it from the customers perspective. A more objective
measure not only helps to reduce methods variance
but might also yield more insight in how customers
view a websites service value and how that view ulti-
mately translates into satisfaction, providing the crit-
ical link between an organizations e-service process
design decision and customer response.
As electronic commerce continues to grow, e-service
is going to play an even bigger role in customer sat-
isfaction. Managing e-service technology will become
more critical for rms intending to compete online.
Firms need to carefully evaluate their technology-
based service offerings and understand how to design
Web-based technological capabilities to deliver the
type of services customers demand. Moreover, as
technology is constantly evolving, so is technology-
based e-service process and its impact on business
strategy. The effective management of the integration
of business and technology is becoming an indis-
pensable part of many organizations value creation
strategy. This work is only a rst step in trying to
understand the e-service technology and the impact
of the technology on customer satisfaction. We believe
that this is a promising research area for researchers
in the management of technology domain.
Acknowledgments
The authors are grateful to Department Editor Cheryl
Gaimon, the senior editor, and the anonymous reviewers for
their excellent suggestions on earlier versions of the paper.
The authors especially wish to thank Dr. Gaimon for her
tremendous effort on developing the paper with the authors.
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